2016 Charleston Library Conference

Having licensed or purchased those expensive electronic resources, you want to make sure that your students & faculty know about them -- but what's the best way to do so? Three similar-sized universities (Santa Clara University, the University of San Francisco, Loyola Marymount University) took on a comparative study with Springer Nature to explore the impact of proactive (having an event staffed by an expert from the vendor) versus indirect (email campaigns & digital signage) campaigns for a suite of Springer Nature products, with the third university changing nothing to act as a control group. We will discuss idea development, methodology, and findings to date - how use of the targeted Springer Nature products has been impacted by different kinds of marketing campaigns - as well as implications for marketing other kinds of electronic resources based on this prototype.